How to Build a Personal Brand on LinkedIn

LinkedIn isn’t just a platform for finding a new role — it’s a thriving community of professionals, thought leaders, and potential clients that can do wonders for your small to medium-sized businesses and tech startups. The LinkedIn presence of your leadership and employees can significantly boost your company’s credibility, reach, and engagement, and that all comes down to building a strong personal brand on LinkedIn.

In this blog post, we’ll dive into why creating a personal brand matters and provide actionable steps for how to do it effectively.

Why Personal Branding on LinkedIn Matters

Before we get into the “how,” let’s look at the “why.” LinkedIn is a platform built around professional relationships. It thrives on genuine connections and trust. A company page, while important, can often feel faceless. On the other hand, a personal profile offers the opportunity for authenticity and relationship building, which are key to establishing trust.

A strong personal brand on LinkedIn can do the following.

Humanize Your Business

People connect with people — they want to know who they’re doing business with. When your team members share insights and stories, it gives your brand a human touch and makes your business more relatable.

Expand Your Reach

Your employees and leadership team likely have networks that include clients, partners, and potential hires. By engaging with this wider network, you can extend the reach of your company’s content and message.

Establish Industry Authority

Personal brands that consistently share valuable insights and expertise can become thought leaders in their industry, which in turn boosts your company’s reputation as an industry leader.

Enhance Trust and Credibility

Employees and leaders who engage authentically and consistently on LinkedIn are more likely to be trusted by clients and prospects, making it easier to establish meaningful business relationships.

Step 1: Optimize Your LinkedIn Profile

Your LinkedIn profile is your digital business card. It’s often the first impression people get of you, so it’s crucial to make it count. Start by focusing on the following key areas.

Profile Photo

Use a high-quality, professional photo. Your picture should be approachable but aligned with your industry. It doesn’t necessarily need to be taken by a photographer, as long as it’s a little bit more elevated than a typical selfie.

Headline

Your headline is more than just your job title. It should communicate who you are, what you do, and the value you bring. For example, instead of “CEO at TechStartup,” try “Helping Small Businesses Scale Through Innovative Tech Solutions.”

About Section

This is your chance to tell your story. Write a brief narrative that highlights your experience, expertise, and what drives you. Include a call-to-action that invites people to connect or engage with your content. Additionally, don’t forget to update your contact info. Make it easy for people to reach out!

Step 2: Define Your Personal Brand Message

Your personal brand is a reflection of your values, expertise, and personality. Before you start posting, take some time to define what you want your brand message to be. Consider the following:

1. Your Expertise: What are the topics you’re knowledgeable about? What unique insights can you share with your audience?
2. Your Audience: Who are you trying to reach? Are they potential clients, partners, or industry peers?
3. Your Values: What do you stand for? What is the tone and personality you want to convey in your posts?

For example, if you’re the founder of a tech startup, your personal brand might focus on innovation, entrepreneurship, and the future of technology. If you’re a marketing professional at a small business, your brand might center on creative marketing strategies and the latest industry trends.

When it comes to marketing, remember that consistency is key. Make sure your brand message aligns with your company’s values and mission to create a unified voice across the platform.

Step 3: Share Valuable Content Regularly

Building a personal brand on LinkedIn requires consistent, high-quality content. Aim to post at least once a week to stay active and engaged. Keep the following tips in mind as well.

Share Industry Insights

Position yourself as a thought leader by sharing insights and analysis on industry trends. This content can be:

• Your perspective on a recently published article
• Videos on particular industry topics
• Data and information that you’ve found through your own company

With whatever type of content you publish, be sure to offer your unique perspective and encourage conversation.

Personal Stories

People love stories, especially those that are authentic and relatable. Share your experiences, lessons learned, and behind-the-scenes moments from your work life. When possible, try to pair this content with personal photos and videos to drive even more traction.

Company Updates

While your personal brand is about you, don’t shy away from sharing updates about your company. Highlight new products, services, or achievements, but always frame it in a way that’s valuable to your audience.

Engage with Others

LinkedIn is a two-way street. Comment on posts from your network, join industry conversations, and share content from others that aligns with your brand message. This increases your visibility and helps you build meaningful connections.

Step 4: Engage with Your Network

Arguably, engaging may be more important than posting when it comes to LinkedIn. The more you interact with others on the platform, the more visibility you’ll gain. Here’s how to do it effectively:

• Respond to Comments: If someone takes the time to comment on your post, make sure you reply. This shows you value their input and keeps the conversation going.
• Connect with Intention: Rather than sending generic connection requests, personalize your messages and explain why you want to connect and what value you can offer.
• Join Relevant Groups: LinkedIn groups are a great place to share your expertise and connect with like-minded professionals. Choose groups that align with your interests and actively participate in discussions.

Set aside time each day to engage on LinkedIn to really see the results. Even 10-15 minutes of meaningful interaction can make a big difference in building your personal brand.

Step 5: Track Your Progress and Adjust

Building a personal brand on LinkedIn takes time, but it’s worth the effort. Keep track of your engagement metrics, such as the number of profile views, connection requests, and post interactions. Use LinkedIn’s analytics tools to understand what types of content resonate with your audience and adjust your strategy accordingly.

How Your Personal Brand Can Support Your Company’s LinkedIn Presence

When you build a strong personal brand on LinkedIn, you’re not just enhancing your individual profile — you’re also contributing to the success of your company’s LinkedIn presence. Here’s how:

1. Amplified Reach: When you share company content, it reaches a broader audience through your network, increasing visibility and engagement.
2. Boosted Credibility: Employees with strong personal brands add a layer of trust and authenticity to your company’s messaging, making it easier to attract new clients or partners.
3. Stronger Employer Branding: Showcasing the voices of your employees helps highlight your company culture, making it an attractive place for top talent.

Imagine what can happen for the visibility of a company when several employees and leaders focus on growing their personal brands on LinkedIn.

Final Thoughts

Building a personal brand on LinkedIn is a powerful strategy that can amplify your company’s voice and create lasting professional relationships. It requires consistency, authenticity, and a willingness to share your knowledge and experiences.

If your company is looking for a trusted partner who can help your leaders build their personal brands on LinkedIn, our agency is here to support you. Contact us today to learn how we can support you.